Mondelez to embed Twitter staff in marketing teams

LONDON: Mondelez has signed a marketing deal that will result in Twitter staffers being based at the Cadbury-owner's global offices, including those in the UK, Brazil, India, and the US.

LONDON: Mondelez has signed a marketing deal that will result in Twitter staffers being based at the Cadbury-owner's global offices, including those in the UK, Brazil, India, and the US.

Twitter will deploy dedicated teams at various Mondelez locations to collaborate with local marketers and make the most of Twitter as a marketing tool. The partnership initially covers the UK, Brazil, India, and the US, but will roll out to other markets in the near future.

The agreement, which was brokered with Starcom MediaVest, reportedly offers Mondelez preferential ad rates and gives it access to custom research and “brand boot camps.”

Bonin Bough, Mondelez's VP of global media and consumer engagement, said, “We truly believe that real-time engagement can drive business growth.”

“The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement, and global scale and be at the forefront of real-time innovation,” he said.

Adam Bain, Twitter's president of global revenue, added that “with a rapid consumer shift toward mobile usage, companies must plan for the moment to ensure their brands remain relevant and in touch with the interests of consumers."

Earlier this year, Mondelez hit a homerun on Twitter during the Super Bowl, when there was a power outage that led to the lights being out for 35 minutes. When the power went down, Mondelez brand Oreo and its agency went to work on an ad that was widely tweeted.

Within an hour, the Oreo ad had been shared more than 10,000 times on Twitter and went on to be retweeted and favorited more than 18,000 times. It became one of the most-talked-about ads on Super Bowl night.

On a night when TV spots were being sold for up to $4 million, the Twitter ad was essentially free.

This story originally appeared on the website of Marketing.

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